Mobile advertising network Millennial Media has released the May analysis for mobile devices on its network, which reaches 82 percent of the 72 million mobile Web users in the U.S. Included among the data in the report were the following items:
• Android’s total ad requests grew 15 percent in May, down from 77-percent growth in April and 72-percent in March. Despite the drop in growth, Android ad requests have grown a staggering 338 percent since January.
• Apple OS ad requests dropped by nearly 14 percent in May after an 8-percent drop in April. Ad requests for Apple’s iPad, however, soared 160 percent from April to May.
• Apple is still the leading mobile operating system in Millennial’s U.S. network with a 48-percent share of all smartphone ad impressions. RIM’s Blackberry is second with 19 percent of the share, followed by Android, which rose 5 percent in May for a 15-percent share of the total ad impressions.
• In a new measurement devoted to mobile developer trends, social media ranked second behind gaming despite a 124-percent month-to-month growth in app revenues on mobile devices. Of the developers who focused on a single platform, 56 percent were focused on Apple while 29 percent were focused on Android.